Vanessa Stoykov honoured as finalist in Hunt for a Hero Awards

Vanessa Stoykov, formerly of Gunnedah, has been celebrated for her advocacy work and is a finalist in the Here for Good Foundation’s Hunt for a Hero Awards.

Vanessa, who completed her schooling in Gunnedah, established international award-winning financial education media company Evolution Media Group almost 30 years ago and serves as the chief executive officer.

She has become a prominent voice when it comes to financial wellbeing, financial literacy and helping people have better conversations about money.

The annual Hunt for a Hero Awards celebrates individuals who are quietly changing lives and shifting culture across Australian communities, with the advocacy category recognising changemakers and long-serving community drivers.

Vanessa said she was surprised and incredibly honoured to learn she had been announced as a finalist.

“I’ve spent more than 25 years trying to help people feel more confident about money and make financial information easier to understand and act on,” she said.

“Much of that work has been about starting conversations that can be difficult and helping people feel less alone when it comes to money.

“To be recognised specifically for advocacy means a great deal because it reflects what I’ve always hoped my work could do: make a practical difference in people’s lives. To be named a finalist alongside other people doing important work in their communities is very humbling.”

Advocacy has been at the core of Vanessa’s work and she has always believed that financial knowledge shouldn’t just belong to people who work in finance or already have money.

“Everyone deserves the opportunity to understand their choices and feel more confident about their financial future,” she said.

“I’ve tried to use whatever platform I’ve had, whether that’s television, books, speaking, media or now my weekly global column, to make conversations about money more accessible and human. Being recognised for that work is incredibly meaningful to me.”

Vanessa acknowledged that there is far more information available today, increasing broader financial education, and that people are more willing to talk about money now than when she first started her journey.

“Financial wellbeing is also increasingly being recognised as an important part of our overall wellbeing,” she said.

“But information alone hasn’t solved the problem. You can have endless information at your fingertips and still feel overwhelmed or unsure about what to do.

“I think the next challenge is helping people turn knowledge into action. Often that begins with having the right conversation with a partner, a parent, an adult child or a financial professional.”

While there have been improvements with people’s financial education, and their understanding of financial wellbeing, gaps still exist.

Money still remains a hard topic for many couples and families to discuss openly.

“Every week through my work and my column, I hear from people dealing with inheritance, divorce, debt, ageing parents, adult children and retirement,” Vanessa said.

“Often the dollars are only part of the story. Underneath are very human emotions like fear, guilt, resentment, embarrassment and sometimes shame.

“We need to make talking about money much more normal. The earlier we have these conversations, the more choices we usually have.”

Vanessa enjoyed her early life growing up in Gunnedah, and has great memories of her childhood.

“Like many families, though, money wasn’t something we sat around the dinner table discussing,” she said.

“When I entered financial services, I realised there was this enormous world of financial knowledge that most people simply weren’t exposed to. I became fascinated by that gap and wanted to find ways to make that knowledge more accessible.

“Over the years I’ve heard thousands of people’s stories, and one thing has really stayed with me.

“People don’t need to be lectured about money. They need to feel understood first. That belief has shaped everything I’ve done.”

When asked about one message to convey to people about the importance of financial empowerment, Vanessa said that people don’t need to know everything about money to start changing their financial future.

“Ask questions. Have the conversation you’ve been avoiding,” she said. “Learn one new thing. Get professional advice when you need it. Small actions and better decisions made over time can have an enormous impact.

“And I’m incredibly proud to have grown up in Gunnedah. I honestly think a country town is one of the best places in the world to grow up.

“You learn the importance of community, looking out for people, working hard and staying grounded.

“Those values have stayed with me throughout my life and career, and I’ll always be very proud to call Gunnedah my home town.”

The Hunt for a Hero Awards celebration will be held on 17 November at the National Wine Centre in Adelaide.